Xu Lei, Lu Zhaoxizi, Wang Lingyun, Chen Jiwen, Tian Lan, Cai Shuangshuang, Peng Shun
School of Education, Jianghan University, Wuhan 430056, China.
Behav Sci (Basel). 2023 Sep 1;13(9):732. doi: 10.3390/bs13090732.
This study explored the effects of social networking site use intensity, upward social comparison, and optimism on college students' conspicuous consumption and their mechanisms of action using a sample of Chinese college students. A total of 717 Chinese college students (M = 20.08, SD = 1.44; 73.9% female) completed the Social Network Use Intensity Scale, the Upward Social Comparison Scale, the Life Orientation Test, and the Conspicuous Consumption Scale. The results indicate that (1) the intensity of use of social networking sites significantly positively predicts the conspicuous consumption behavior of college students; (2) upward social comparison plays a mediating role between the intensity of social networking site usage and conspicuous consumption; and (3) optimism moderates the second half of the mediating path between the intensity of social networking site use, upward social comparison, and conspicuous consumption. Specifically, the relationship between upward social comparison and conspicuous consumption among college students with low optimism levels is stronger than that among college students with high levels of optimism. Intensity has a stronger positive effect on conspicuous consumption through upward social comparison. It is concluded that the intensity of college students' use of social networking sites can affect their conspicuous consumption behavior through upward social comparison, and this relationship is moderated by optimism. The results of the study help to reveal the influence of SNS (social networking site) use behavior on conspicuous consumption and its mechanism of action and have implications for reducing the negative impact of conspicuous consumption on college students.
本研究以中国大学生为样本，探讨了社交网站使用强度、向上社会比较和乐观主义对大学生炫耀性消费的影响及其作用机制。共有717名中国大学生（M = 20.08，SD = 1.44；73.9%为女性）完成了社交网络使用强度量表、向上社会比较量表、生活取向测试和炫耀性消费量表。结果表明：（1）社交网站的使用强度显著正向预测大学生的炫耀性消费行为；（2）向上社会比较在社交网站使用强度与炫耀性消费之间起中介作用；（3）乐观主义调节社交网站使用强度、向上社会比较和炫耀性消费之间中介路径的后半段。具体而言，低乐观水平大学生的向上社会比较与炫耀性消费之间的关系比高乐观水平大学生更强。强度通过向上社会比较对炫耀性消费有更强的正向影响。研究得出结论，大学生社交网站使用强度可通过向上社会比较影响其炫耀性消费行为，且这种关系受乐观主义调节。研究结果有助于揭示社交网站使用行为对炫耀性消费的影响及其作用机制，并对减少炫耀性消费对大学生的负面影响具有启示意义。
